2x YoY Booking Growth

Media

Personalised wellness experiences designed for individuals and groups seeking self-led Yoga Holidays & Wellness Retreats.

Challenge

Targeting a global audience brings unique challenges, particularly with tracking issues that directly affect campaign optimisation for Primal. The main issue is cross-domain tracking: the client’s homepage URL differs from the booking page, and the addition of a third-party payment gateway complicates tracking even further. This setup limits accurate booking tracking, making it difficult to gauge campaign success—essentially like operating with limited visibility. How Primal tackled these tracking complexities was crucial in making the campaigns data-driven and closely aligned with performance goals.

Rediscover Your Health and Happiness in the Heart of Phuket Island.

Approach

To optimise the campaign despite tracking limitations, Primal approached the strategy by analysing historical data and testing target locations. How Primal conducted experiments with different campaign objectives to identify the most effective structure for global reach. By refining each campaign component—such as geographic targeting, campaign types, goals, and timing for peak vs. off-peak periods—Primal built a robust framework aimed at maximising impact. This careful planning phase was essential in shaping the strategy, particularly in overcoming the tracking obstacles that had previously limited campaign insights.

Results

With an optimised campaign structure in place, Primal executed the plan with precision, ensuring that each variable—from location and type to timing—was designed to drive measurable outcomes. By consistently refining the strategy based on testing results, we achieved an impressive 100% year-over-year increase in total bookings. How Primal applied strategic adjustments and leveraged data insights at each stage of execution highlighted the campaign’s effectiveness, allowing us to overcome tracking limitations and successfully maximise global reach.